Aretha Franklin Documentary with Tanya Sassi | EP 66 - a podcast by The Set Up Series

Tanya Sassi is the Global Music Partnerships @ Lightning Agency, leading influencer marketing campaigns for major & indie labels globally. She works with some of the greatest artists of our time, namely Elton John, Shakira, and Aretha Franklin.

Tanya received a master’s in music management and began a career at Sony Music in digital sales. Prior to her role in music partnerships, she lived in Dubai for 4 years, working at Universal Music, managing local relationships with DSPs.

Today, we discuss how Tanya uses influencer marketing on TikTok to keep established artists in the forefront and reach new fans. Including the use of 7 TikTok Influencers for "(You Make Me Feel) Like A Natural Woman" in promotion of Aretha Franklin's Documentary that resulted in 2 MM views and 390 fan created videos.

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From Masters to Music

Marketing to Different Markets

Defining Influencer Music Partnerships

Goals & Metrics

Creating a Schedule & Strategy

Identifying the Right Influencers

Budgets for Influencers

TikTok Tricks

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